The campaign, which breaks today, was shot by world-renowned photographer Terry Richardson and features the tagline “Viva Vita” – Vita Coco’s message about having fun, celebrating life and living it to the fullest.

Rihanna is featured prominently in Vita Coco’s marketing campaign, appearing in billboard, radio, digital and in-store advertising and in social media and PR programs starting this month. The campaign runs nationally in the U.S. and also in the U.K., Vita Coco’s largest market outside the U.S. Last year, Rihanna helped launch Vita Coco Tropical Fruit, a flavor created in collaboration with the singer.